Blokees Closes RMB 600 Million Series B, Chinese Original Building-Block Brand Keeps Building Momentum
Build a global children's brand born from Chinese creativity.
On May 14, Bloks Group announced the completion of a 600 million RMB Series B round, jointly led by Yunfeng Capital and Legend Capital, with Gaorong Ventures and others participating. Gaorong Ventures had previously invested in Bloks' Series A round at the end of 2020 and continued its investment in this round.
According to sources, the proceeds will primarily fund upgrades across the "Bloks+" industrial chain — covering R&D, production, operations, and marketing — to further solidify the company's brand moat and strengthen its competitive advantages. The goal is to deliver more original, high-value, and popular Chinese-created products at a time when China's new consumer generation is rising.
An Original Bloks Brand Representing "Created in China"
Founded in 2014, Bloks formally committed in 2015 to building an industrial ecosystem centered on "bloks" as a connector. Through sustained investment, the company developed a genuinely original bloks system that has won broad recognition from both the industry and consumers.
Data shows that Bloks has led the entire industry in growth rate for three consecutive years. In 2020, its star product — the bloks bucket — sold over 100,000 units on Tmall alone for the full year, becoming the top-selling single item in the puzzle and building category during the Double 11 shopping festival. In Q1 2021, it ranked first in single-item sales at Toys "R" Us, surpassing Lego; it also became the top-selling domestic bloks brand at Kidswant in the same period. The brand has been designated as the recommended educational bloks at over 1,000 kindergartens in cities including Beijing and Shanghai.
The Bloks Squad series — Combined Battle General — became a top-selling star item at Toys "R" Us in Q1 2021
R&D-Driven Innovation for Age-Appropriate, Professional Bloks Products
Since its founding, Bloks has placed consumer insights at the center of its strategy, insisting on innovation-driven development to build an original bloks brand that matches children's growth needs. Bloks has partnered with research teams from Harvard University, Zhejiang University, and other institutions at home and abroad to establish China's first child development lab. Based on key developmental milestones, the company created a bloks system and product line that is "easy to build, interactive, and more fun for kids."
Bloks Growth Key Abilities — the proprietary foundation for the company's product and educational R&D system
To date, Bloks has launched 15 series comprising over 100 individual SKUs, including the Qi Chu Elf series designed for children aged 6 months to 3 years, the Transforming Bloks and Bloks Squad series built around its original Bloks Squad IP, and the Creative Master series centered on bloks buckets. By year-end, approximately 90 new products are slated for release, including a strategic push into new tech-interactive and trend-focused series to further strengthen competitiveness across differentiated demographics and age segments.
The Bloks Qi Chu Elf series, designed for children aged 6 months to 3 years
Bloks maintains a strong focus on R&D innovation, with over 100 staff across its product development and educational research teams. Every Bloks product undergoes 229 specialized processes from concept to market, with hands-on testing by 1,000 children, ensuring that bloks pieces,造型组合, and themed play patterns all match children's unique developmental needs. Meanwhile, Bloks selects high-quality raw materials and processing techniques; every bloks piece passes triple certification — EU CE, EU RoHS, and Swiss SGS — guaranteeing safety and health to the highest standards.
This solid foundation in production and research has become the bedrock of Bloks' market leadership and industry position. As a representative of Chinese original brands, Bloks has won multiple international awards, including the Brain Toys award from the U.S. "Strongest Brain" program, the G-mark Design Award (one of the world's top four design awards), and the CES Innovation Award, known as the "Nobel Prize of the tech world."
Embracing the New Consumer Market, Staying on the Brand Path, Expanding the "Bloks+" Vision
As Generation Alpha mothers emerge, the consumer market is undergoing continuous transformation. By understanding the consumption preferences, new habits, and evolving parenting philosophies of this new generation of parents, Bloks leverages its differentiated brand advantages to expand its audience, accelerate product development, and complete its product matrix. Centered on bloks, the company connects the essential stages and scenarios of children's growth, laying out a comprehensive industrial vision of T (Toy) + A (Animation) + G (Game) + E (Education).
Additionally, the group's Bloks Animation, Bloks Education, and Bubu Leyu units will continue to use bloks as a trigger point and primary vehicle, constantly enriching the meaning and scope of "Bloks+": the IP animated series has accumulated seven seasons with 6.5 billion total views across platforms, attracting nearly a million highly engaged young fans and boosting brand recall and affinity; Bubu Leyu creates edutainment content, developing premium digital content through "Internet+" technologies to help children learn joyfully; Bloks Education delivers quality AI启蒙教育 solutions based on diversified scenario-based bloks teaching, entering premium elementary schools, kindergartens, and preschool institutions across China and globally, fully empowering education.
The animated series Bloks Squad continues to air on major children's TV channels and streaming platforms
Vision: To Become a World Children's Brand Created by China
Zhu Weisong, founder and CEO of Bloks Group, stated: "From founding to today, through rapid self-iteration, Bloks has officially entered an entirely new phase. Going forward, Bloks will dig deep into the opportunities, challenges, and demands of the new consumer generation, continue investing in new R&D technologies, expand marketing with new concepts, and explore new channel strategies. Whether in market and industry insights, product innovation, supply chain optimization, channel expansion, or data-driven operations, Bloks will keep pushing forward to achieve further breakthroughs."
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